Engagement in Facebook Ads: Videos up, texts down

It has been know by online marketeers for a long while that image is king on Facebook and that it engages much more than text only. This is specially important when you are deciding about the content of your Facebook ads. Visual stimulation is much easier to understand and recall later than text. But there is a new sheriff in town, and it is the video ads. The power of video is undeniable. Audiovisual content engages both sight and sound to create an experience much more immersive and tangible than plain words.

The video format has become the most dominant form of online content. Hundreds of millions of internet users watch videos every day. When promoting your products or services through a great video, audience will be so much more engaged with your products. More importantly, they can better understand what you’re selling and therefore more likely to purchase than non-viewers.

Facebook began rolling out its mobile ads in earnest right in the thick of the first quarter, which explains a lot of Adobe’s data: video ad posts and replays increased 134 percent from Q4 and 734 percent from 2013. But the interesting feature is engagement — instances of users liking, commenting, or sharing on video posts is up 58 percent from Q4 and 25 percent from 2013. Furthermore, the introduction of video ads has actually made text-only ads less valuable, and they now count for just 9 percent of all Facebook shares.

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Hence, it is time to think on the content you will share on that video. When content provide a valuable information, people will lean to share it. Meaning more impressions and views which at the same time tells Facebook that your video is engaging and it will reward you on ad cost. If your content makes a connection to the end user then you can hit it out of the park.